Creative Guidelines

“My guide to a poster is that it is an Exclusive Club. That rectangle shape is the Exclusive Club. Everything that gains access to that shape has to justify its existence within that rectangle – so it has to be a member of that Club. Every image that’s on there has to have a reason to exist; every word on that poster has to justify its existence.”

- Trevor Beattie, Creative Director of TBWA

BOLDNESS, BREVITY, and DRAMA are assets to any kind of advertising.

Simplicity

Your advertisement is on the street, therefore KEEP IT SIMPLE

The message must be easy to absorb at a single glance.

The identity of the advertiser should be immediately clear.

“The poster is finished when you can’t find a single element to remove”-R. Fleege, Advertising Art Director and Copywriter, Robert Fleege & Partners

Be Legible

Use type large enough to be read from a predetermined distance.

Match your typeface to your Outdoor Campaign.

Overly fat or thin type or that which is super imposed over a complicated background should be avoided.

Color and Contrast

Clear Product Image

An image attracts the eye and quickly conveys an impression.

Simple images are easily read.

Outdoor advertising is found within the consumer environment; a clear image of the product enables product recognition and therefore, product identification in store.

Brand Must Stand Out

YOU WANT TO BE REMEMBERED!

Make sure that the relationship between the design and the brand is self evident.

Keep a consistency across all your advertising campaigns.

Use a font that is easily identifiable with your own individual advertising.